What designers get up to an hour before show time is a secret usually reserved for those bearing backstage wristbands, but the beauty of the Topshop sponsored show space – the Turbine Hall at Tate Modern – at London Fashion Week in February, meant the Meadham Kirchhoff AW14 run through was a public event, witnessed by school kids enjoying half term and hardcore MK fans alike.

Those present will have seen Edward Meadham dousing the place in the pair’s debut scent, Tralala, casually spraying the gallery via the kind of bottle used primarily for gardening. It was a wonderful sight – Meadham in a sparkly purple cardi, the set smothered in gold tinsel and large red hearts.

Created in collaboration with perfumers Penhaligon’s – the same fragrance house responsible for the scent of nine prior Meadham Kirchhoff shows – the smell was described by Meadham and Benjamin Kirchhoff in the accompanying show notes as, “heavy and old fashioned and we wanted it to smell glamorous.”

They continue, “We love the idea of perfume as almost an obnoxious domination of the space which surrounds you and as a glorious sensory barrier between you and the world.”

The name was Edward’s doing: “It doesn’t apply to anything… It just sounds sort of humorous and nonchalant,” while notes include whiskey, carnation, leather and vanilla.

The latest of their collaborative projects, a list that includes Topshop, Amazon and the V&A, Tralala is perhaps the most on brand, with the designers claiming, “It is completely incomprehensible for us to imagine not scenting the shows.” Elle Woods eat your heart out, right?

The bottle comes dressed in a deep red velvet bow and topped with a make-up clad face, its body brandishing a heart and romantic font, a strong visualisation of the textures reflected in the fragrance and the mood it evokes; in essence it is the face of the label as it currently stands.